Have you ever noticed how boring most company websites are? In almost every case, most of the copy highlights selects facts about their organization—when they were founded, who’s running the company, their commitment to customer service, etc.—and then list their services or products.
If I’m visiting an insurance company’s website, I probably have a need in the immediate or near future. Telling me what year you were founded or how long you’ve had an office in Paducah, Kentucky, doesn’t help solve that need.
- Who is my target audience? Back to English 101, you need to know whom you’re writing for if you want them to read—and connect with—your message. You may have more than one audience. Organize your website and write the copy accordingly.
- Why are these audiences visiting my site? Are they shopping around for the best price? Are they looking for more information? The answers to these questions should shape your content.
- How can I meet visitors’ needs? If you need inspiration, check out the competition. (Chances are, they’re too busy touting their own praises to address client needs.) Provide information that will help your audience achieve their goals, fulfill their desires, etc.
Whatever you do, don’t devote your website to talking about how wonderful your company and your services or products are. Once you’ve proven that you understand your audience and can make their lives better, they’ll reach the desired conclusion on their own.